Information provision and promotion measures for grain products implemented in Latvia and Lithuania

Proposal of the information provision and promotion measures has been prepared to highlight specific features of EU grain flakes and groats, especially it’s high standards of production methods (incl. quality, food safety and traceability) and characteristics (incl.diversity, nutritional and health aspects, taste and traditions). Programs’ activities are planned simultaneously in 2 EU Member States–Latvia and Lithuania. Expected impact of the implementation of the program is to achieve higher regularity of cereal porridge usage in Latvian and Lithuanian families and increase consumption of grain flakes produced in target countries. According to Nielsen data of modern trade market volume, consumption of grain flakes averaged 1.51 kg per capita in Latvia on 2018, that is 2% less than a year earlier. In Lithuania decrease in grain flakes consumption was observed already on 2017, when consumption decreased by 4.5% comparing to year 2016, and reached only 1.17 kg per capita. Programs implementation is essential for consumption stabilization and grain products consumption increasing after the program. Main target group is consumers of different age, especially families with school-age children and teenagers. The program foresees wide media campaigns (prints, TV, radio, online, outdoors) to raise public awareness of the features of the cereal production methods in EU and the characteristics of grain flakes and groats. It is also planned to create campaign web page and social account. In addition, to reach consumers more effectively, here are planned direct communication activities in schools and supermarkets. In schools there are supposed to organize Porridge days, including master classes with campaign messengers, as well special porridge lessons providing promotional materials (incl. porridge diaries, informative booklets, product samples, etc.). In supermarket chains will be provided tasting days. Total planned budget is 2 680 982 EUR, of which 80% is planned EU grant.